The upscale American lifestyle company is quickly becoming one of the world’s leading digital brands, so we’re taking a look at some of the digital video firsts that helped them get to the top. Let’s begin with Lauren’s infamous 4D light show that the brand created to celebrate the launch of their e-commerce in the U.K – the likes of which had never been seen before and seen seldom since.

The 4D project was months in the making, relying on architectural light-mapping techniques to create the eight-minute holographic video (seen below) that was projected onto the storefront of the company’s U.K. flagship on New Bond Street. During the video, the building disappears and is replaced by 3D images of megalithic 15-foot-tall models on the runway and giant polo players galloping by.

Even the man himself, Mr. Ralph Lauren, made an appearance and waved to the crowd of adoring fans. But what made the experience “4D” you ask? The scent of Big Pony cologne, which was spritzed over the crowed below, is probably what helped make the distinction. Riding on the coattails of the success in London, a similar 4D spectacle wowed fans at Ralph Lauren’s New York flagship on Madison Avenue to celebrate the 10th anniversary of his U.S. e-commerce site.

Not only did the rush and excitement of the London event inspire two spectators to purchase $50,000 watches on the spot, the big value came from the 700 million media impressions that both videos of the shows received online. That, coupled with the fact that both shows are still talked about today firmly placed Ralph Lauren on the digital brands to watch list.

Another great example of how digital video can help a brand and garner e-commerce results came in the form of some pint size models: the RL Gang! Created by Ralph’s son David and his digital media team back in 2010, the RL Gang is an online illustrated children’s storybook that comes to life via video on the brand’s website.

The live action video features adorable little models outfitted in Lauren ensembles, all of which are shoppable just by clicking on the item you like in the video. The videos are highly entertaining and are narrated by top voices, like the video above narrated by Harry Connick Jr. The shoppable videos really convey the Ralph Lauren brand image, and also helped children’s sales jump by 300% so far.

Lastly, since 2009 the company has been producing online-only virtual fashion shows that are all 100% shoppable. While each video is live on the Ralph Lauren website, customers are able to click on garments within the film to purchase them instantly.

The only downside is the virtual fashion shows are time sensitive, and only available as shoppable videos at the start of each new season. If you are lucky enough to catch one, the experience of shopping the looks in real time is definitely a stretch from industry standards, which make us wait nearly six months between the runway and availability in stores.

We can only anticipate that Ralph Lauren has more tricks up his sleeve, and we look forward to seeing what else the brand comes up with on the digital fashion front.